On "Schema, LLMs & The Low Bar For ‘Evidence’ In GEO"

Most schema-for-AI arguments are cargo cult thinking dressed up as strategy—people are implementing markup because competitors are, not because there's real data showing it moves the needle with LLMs. The honest position is schema probably helps (clean data structures beat messy HTML), but the leap from "helps" to "required for AI visibility" is marketing fiction, and practitioners wasting time on perfect schema implementation when their actual content is thin or boring are optimizing the wrong variable. If you're doing schema anyway for rich results, fine—but don't let anyone sell you on it as your AI search moat.